The Theory of Spice
Passion Point was engaged by The Yogi Foundation to develop and execute a comprehensive media partnership, PR, film festival, and distribution strategy for their purpose-driven film series.
Campaign Highlights
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Partnered with the Los Angleles Times, combining paid promotion, social and editorial elements across all LA Times channels, with the full series posted as the first brand film featured on their LA Times ShortDocs Channel.
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Engaged with celebrity talent to voiceover the film, including Grammy Award-winners Jon Batiste, Rizo, and an original song from Gaby Moreno.
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Secured a screening and Q&A at BrandStorytelling 2026, where the series also won the Jury Award.
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Organized an awards campaign, which resulted in a 2026 Webby Award nomination in the Video & Film - Food & Drink Category.
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Assembled a comprehensive PR campaign, leveraging celebrity involvement to earn the film series 8 key media placements.
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Secured streaming distribution on Documentary+ and LA Times ShortDocs.
BY THE NUMBERS
5.8M
Social Impressions
8
Film Festival
Selections
121M
Earned Media Impressions
8
Key Media Placements
Post-Screening Q&A at
BrandStorytelling 2026: A Sanctioned Sundance Event